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Carb Game

High-carb food sellers strike back with a new strategy in the low-carb wars.

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This story appears in the October 2004 issue of Entrepreneur. Subscribe »

As the low-carb craze sweeps the nation, it's been blamed for slumping Krispy Kreme sales and New World Pasta's bankruptcy. What's a high-carb food seller to do? Stress moderation, says Nancy Koehn, professor of business administration at Harvard Business School: "People are nervous about whether [low-carb diets] make sense."

Graeter's Ice Cream, a Cincinnati chain with annual sales of $13 million, stresses its product's purity-carbs and all. Posting the message "We've got carbs" outside stores, sales are strong, says Richard Graeter, 40, co-owner and executive vice president.

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